Social media and multi-channels retailers / Barbara CEDIEL / 2019

Titre : Social media and multi-channels retailers Type de document : Mémoire Auteurs : Barbara CEDIEL, Auteur Année de publication : 2019 Importance : 23 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management RESEAU SOCIAL ; COMPORTEMENT DU CONSOMMATEUR ; COMMERCE DE DETAIL ; CANAL DE DISTRIBUTION Résumé : Social media marketing strategy is used by almost all companies and is a new way of communication which is faster and often cheaper than traditional tools. This study aims to explore how social media can be used by multi-channel retailers in order to have good results on purchase intention. A quantitative study was conducted to find a relation between attitude towards social networks and willingness to purchase and answer the question of the impact of social media on customers’ purchase intention. Interviewees had to respond several questions about their use of social media, their feelings about it and their attitude towards companies’ profile on social media, if it can encourage them to buy products or not. The analysis showed that there is a significant correlation between the use of social media and the willingness to purchase. It reveals that consumers’ interest for a retailer depends on the interaction they have with the company. However, some moderators and mediators should be analyzed more deeply in order to have more precise responses and find the optimal strategy. Some adjustments should be made. Note de contenu : Bibliographie p. 22-23 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=494618